Brochure printing and marketing - the AIDA marketing model

Posted 21st October 2017

The acronym AIDA stands for Attention, Interest, Desire and Action. It identifies the stages an individual goes through when deciding to buy a product or service. Utilising this tried and tested model can help you to create compelling and persuasive brochures and allow you to make your next marketing campaign a real success.

Attention

The first step in any marketing campaign is getting the attention of the target audience. Buyers need to be aware of a brand, their products and services before they can make the decision to buy. Brand awareness can either be increased by creating and distributing brochures, or companies can try to grab customers’ attention through a direct mail or social media campaign before sending their brochures to potential customers.

The best way to get your customers’ attention is to keep your marketing campaign concise and to the point. Stay focused on the products or services you’re trying to promote and make sure you get your message across quickly and clearly.

Interest

As soon as you have your customers’ attention, you need to get them interested. The more engaged they are with your brand, the more likely they’ll be to move to the next stage of the AIDA model. Brochures are a great way to get existing and potential customers interested as they give you the opportunity to showcase the best images and attributes of your products and services. Use the brochure to give customers more information about exactly what it is you’re offering and to try to get them really excited about your products and services.

Desire

The information you provide your customers, and the way you provide it, should create a desire for your products or services. This is a crucial part of the AIDA process as, without desire, your customers won’t act and you won’t see any returns from your marketing campaign. Brochures are an excellent way of creating desire and showcasing the benefits of your product or service.

Action

The shift from desire to action is a very important stage of the AIDA process. When taking action, customers will place an order, make a purchase or sign up for a trial period with your company, thereby achieving your marketing objectives. Ensuring this stage runs smoothly will help as many people as possible become loyal customers of your business.

If you’re planning a marketing campaign and want to find out more about how brochures can be used to boost awareness, create interest and increase sales, we can help. Get in touch with a member of our team to find out more.